The University of Illinois announced a new theme for their athletic department Friday. “ILLINOIS. OUR STATE. OUR TEAM.” will be displayed within advertising and marketing campaigns around the entire state.

“As the flagship public institution in the state, this theme describes the statewide following and support of Fighting Illini athletics from our millions of fans and alumni in the state of Illinois,” Illini athletic director Mike Thomas said in a statement. “This theme becomes a way for all of our fans to rally behind one central concept – that the University of Illinois is our state’s school. As the Fighting Illini, our student-athletes, coaches and staff are proud to represent the people of Illinois and we are proud to wear the state’s name on the front of our jerseys.”

The athletic department will use the theme in advertising, street banners, team posters, schedule cards, stadium signage and video board graphics.

Northwestern, of course, launched their own marketing campaign as “Chicago’s Big Ten Team” a couple of years ago before the Wildcats hosted the Illini in a football game at Wrigley Field. Illini fans and players took exception to the Wildcats’ claim on Chicago.